the qualitative research methods allow for in-depth and further probing and questioning of respondents based on their responses, where the researcher also tries to understand their motivation and feelings. so, The approach chosen should take into account the purpose of the research, the role of the researcher, the data collected of data analysis and how the results will be presented.
Main Types of Qualitative Research
1- Ethnography research
it is the most familiar and applicable type of qualitative method to UX professionals. where researchers immerse themselves within a culture. Rather than relying on interviews or surveys, you experience the environment first hand, and sometimes as a participant observer.
In a business model, ethnography is central to understanding customers. Testing products personally or in beta groups before releasing them to the public. In ethnography, you immerse yourself in the target participants’ environment to understand the goals, cultures, challenges, motivations, and themes that emerge. The goal is to learn and describe the culture’s characteristics much the same way anthropologists observe the cultural challenges and motivations that drive a group.
This method utilizes interviews, observation
In a phenomenological study, you use a combination of methods, such as conducting interviews, reading documents, watching videos, or visiting places and events, to understand the meaning participants place on whatever’s being examined. You rely on the participants’ own perspectives to provide insight into their motivations.
often conduct a lot of interviews, usually between 5 and 25 for common themes, to build a sufficient dataset to look for emerging themes and to use other participants to validate your findings.
3- Narrative Model
The narrative approach weaves together a sequence of events, usually from just one or two individuals to form a cohesive story. You conduct in-depth interviews, read documents, and look for themes. Often interviews are conducted over weeks, months, or even years.
4- Grounded Theory
the one of qualitative research that looks to provide an explanation or theory behind the events. it tries to explain why a course of action evolved the way it did. Sample sizes are often also larger between 20 to 60 with these studies to better establish a theory. Grounded theory can help inform design decisions by better understanding how a community of users currently use a product or perform tasks.
Businesses use this type of qualitative research when conducting user or satisfaction surveys that target why consumers use company products or services. This data helps companies maintain customer satisfaction and loyalty.
5- Case Study
A case study involves a deep understanding through multiple types of data sources. it provides an in-depth look at one test subject. The subject can be a person or family, business or organization, or a town or city. Data is collected from various sources and compiled using the details to create a bigger conclusion. Businesses often use case studies when marketing to new clients to show how their business solutions solve a problem for the subject
Case studies can be explanatory, exploratory, or describing an event. For example, a case study of how a large multi-national company introduced UX methods into an agile development environment would be informative to many organizations.